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A Content Marketing Channel Strategy to Fit Your Buyers

Based on HubSpot research, we explore the content formats that buyers are actually looking for when considering products vs. when they are ready to buy.

Which Content Channels Do Your Buyers Prefer?

Resulting in effective lead nurture and strengthening prospect trust, mapping content to fit the Buyer’s Journey is a crucial Inbound marketing task.


Every B2B buyer will progress through a ‘Buyer’s Journey’ before purchasing; moving from Awareness of a problem, to Consideration of possible solutions, to Decision on a final product or service.


To effectively attract prospects at the Awareness stage and nurture them through the Consideration and Decision stages, your content marketing strategy needs to address their challenges at the right moment in the right channels.

So what content types and channels are best to use at which Buyer’s Journey stage?

Image courtesy of HubSpot

Content Channels For Buyers in the Awareness and Consideration Stages

When buyers want to learn more about solving a challenge, or want information about a new product or service, where do they go for information?


HubSpot research has found:


  • 62% of buyers go to search engines when they want to learn more about a product or service
  • 48% will explore an organisation’s website for information
  • Just under a quarter of buyers (24%) will explore third party reviews
  • Webinar/webcast content (typical consideration stage content) is more effective than blogs, social media or other video content, with 28% of buyers preferring it at the consideration stage
  • 29% of buyers wanted to speak to a sales representative for product advice at the consideration stage


Search engines, the company website and newsletters/emails were the three most effective content channels for buyers considering products and services.


Analyst reports, videos and forums were the three least effective content channels.

Takeaways: From this we can see that working on your SEO to ensure you have a solid rank, considering your website as key content channel, and sending regular informative nurture emails are key to reaching and building relationships with buyers.

Content Channels For Buyers in the Decision Stage

So how does content channel effectiveness compare once buyers reach the purchase decision stage, and are ready to buy?




  • While at the consideration stage, only 29% of buyers were interested in speaking to sales reps. At the purchase decision stage, this jumps to 43% - and is the most preferred channel
  • Search engine presence and the company website remain key - 41% of decisive buyers prefer these sources
  • Blogs and social media are the least effective channels to use at the purchase stage, with 11% of buyers preferring those channels
  • Typical ‘Decision stage content’ such as webinars and demos were still valued (19%), but channels such as events (29%) and colleague/peer advice (30%) were more popular


Conversations with sales reps, search engines, and a business’s website were the three most preferred channels for prospects who were ready to buy.


Blog content, social media and videos were the three least effective channels at this stage.

Takeaways: From this, and as you would expect, prospects who are ready to buy are most open to conversations with sales reps. It’s at this stage that an Inbound sales approach is most effective.

Note - Content channel effectiveness may differ depending on your own particular industry, niche and persona types. This data is based on a HubSpot survey of 505 global consumers.  


This post first appeared on B2B Inbound Marketing & Web Design Blog By Strateg, please read the originial post: here

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A Content Marketing Channel Strategy to Fit Your Buyers


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